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Why a TikTok Ban Is a Life Lesson for Brands

It’s official — President Trump issued an executive order that bans any U.S. transactions with TikTok. For consumers, the news is devastating — especially as the platform has thrived during COVID-19, providing a feeling of connectivity, a thriving opportunity for influencers, and simply, something new and exciting to do. But for brands and retailers struggling to connect with consumers who are adapting to a new lifestyle during the pandemic, this ban may serve as a further blow to some of their marketing strategies. But wait — do brands really need TikTok to thrive? Especially with Facebook on their coattails, launching Instagram Reels the week of Trump’s executive order? Was it smart for brands to wait this one out or did early adopters win big? Here, we’ll look at two major life lessons that we can all learn from this TikTok ban. Lesson #1: Choose wisely between brand safety and user-generated content TikTok launched globally in 2018 and captivated the younger Gen Z audience who was losing interest in Facebook and Snapchat. Before COVID-19, TikTok struggled to attract older users who didn’t connect to watching strangers on a For You page. While great for budding influencers, this provides a double-edged sword for brands. The biggest challenges

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